Preview: Party-totallers

Global – In our latest tribe Party-totallers we talk to a new generation of young adults who are shunning the shots and seeking new ways to socialise without the booze.

• These consumers are looking for alcohol-free events and products that are every bit as engaging as their licensed counterparts
• Research by Demos reveals that 19% of 16–24-year-olds in the UK don’t drink at all

For the Party-totallers, being anti-alcohol should not necessitate being anti-social. Our case studies feature Zeenie Malik, 33, a New Haven-based journalist who is building New York’s Muslim party scene, Zane Pocock, 24, a Sydney-based marketing manager who treats his drink-free lifestyle as a competitive advantage, and Franny Joseph-Zywicki, 29, a London-based entrepreneur exploring the city’s sober clubbing circuit.